Apparel November 2019 Apparel November 2019 issue | Page 82

BRAND PROFILE
Born of Conscious Luxury
Born, a kids’-wear label headed by Mumbai-based French designer Elodie
Le Derf, meshes French design with premium Indian natural fabrics and fine
craftsmanship. Brinda Gill writes.
“Born is a sustainable luxury baby and kids’
clothing brand that stands for an unmistakable
sense of French style. The clothes are designed
using only natural fabrics embellished with
delicate embroideries and couture finishing,” says
French designer Elodie Le Derf, co-founder and
head designer of the Mumbai-based kids’-wear
brand that she launched in partnership with
Antonia Achache and Jérémie Sabbagh, Mumbai-
based French professionals-turned-chefs and co-
founders of Suzette Creperie & Cafe and Kitchen
Garden by Suzette.
SENSING POTENTIAL
Born was conceived when Elodie became
a mother in 2016 and could not find unique,
comfortable, and age-appropriate clothing for her
child. “It all started with a personal assessment
coming from my own experience as a new
mother. I could not find any clothes that I liked.
Everything I had was coming from France. I
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wanted to buy some pleasing organic clothes
with soft colours, which I could not find in the
Indian market. I noticed not just the lack of brands
for kids, especially for boys, but also the dearth of
simple styles, creative prints, subtle colours, and
patterns, especially in organic fabrics.”
This got Elodie thinking of creating
“comfortable, exclusive, and romantique clothing
for babies and children—a creative and refined
product that was affordable and respectful of the
environment”—for parents who are faced with
a similar situation. She observed that the Indian
kids’-wear market was a growing segment, and
that with it, the demand for garments of organic
cotton was also increasing.
Thus, she went on to launch Born, “a brand
that speaks of French design, organic Indian
fabrics, and embroideries, creating the perfect
amalgamation of modern clothing with a unique
look for newborns, toddlers, and small children.”